I didn't know it had a name (behind the curve on this one) but Kenetic Typography is trending when it comes to videos. Kenetic Typography is the process of creating compelling and creative videos using just text.
The process is achieved through the use of Adobe Illustrator and Adobe After Effects (as you may be aware I spoke about After Effects in a previous postings). PR folks should be interested in this because this is really a messaging trend. While video usually relies on, well, video of people and things, Kenetic Typography doesn't use video footage at all.
While it uses video motion software to create videos, it's all text based manipulation, which means it's 100 per cent about the message.
Before you think it's easy to do, it's not. The amount of time, effort, creativity and skill required to create these videos is astounding - which is why most of the Kenetic Typography videos you see are from professionals or students doing video projects.
Every word that you see in the video is actually an imagine. And every image is manipulated along a timeline, camera angle, motion setting, and a wide variety of special effects that can be applied.
Below I've embedded a ton of kenetic typography videos so you can see this trend at play. I've also included a couple videos where people provide tutorials on how to create either kenetic typography or after effects intros - as you can see, a 30 second basic video can take 8 hours to create (for someone that knows what they are doing and not factoring in the creative thought process required before even starting).
Heck, some of the videos below, while only a minute in length, I suspect took days to create (and that's for people who do this for a living or who are training in the field of video). As you watch the videos try to imagine that every little movement you see requires very skilled manipulation of After Effects settings. You can also see how much the artist's creative abilities play in to how the video flows and resonates with the viewer.
I like this medium so much that I think I'm going to take a crack at creating a kenetic typography video for my business, but unfortunately probably won't have the time to do so for another month or so.
But I definitely want to learn how to do this because it is a PR person's dream. Video production is fun, but it's a tangent for a PR person to engage in that domain. Yet, text-based video messaging is the absolutely perfect outlet for a PR person's creativity in extending the reach of their messaging.
Part of me is actually thinking of investing in Adobe, because the youth of the future will be learning how to use these programs in high school I imagine. In 10 years from now I think using these programs (which will evolve and become easier to learn) will become as common place as using powerpoint is today.
Imagine for a Moment...
This is my favorite video of the bunch.
This video was created by the Ron Paul campaign I believe, so who knows how much it cost. But I'd imagine it took a while to create, especially with the audio work done. The video is in response to criticism Paul often gets that his anti-war stance and issues with US foreign policy are anti-American.
Fight Club Scene
For those of you who like the movie fight club, this video blends kenetic typography with a scene from the movie. Most likely created by a student who liked the movie. Can't say for sure, but the detail around all the character movement suggests this took a long time to do.
Dark Knight Scene
Scene from the Dark Knight blended with kenetic typography. Once again, one minute of video, but probably hours and hours of work to create.
Fight Club Scene
Another video based on the movie Fight Club.
Portal 2
For those of you who have played Portal 2 (one of the best video games ever) you'll appreciate this video which blends the end of the game (the song that plays during credits) with kenetic typography.
Network Movie
Famous rant from the movie Network. Note the music in the background was added by the video creator (they blended the actors rant with their own background music). Audio editing is an entirely different beast but one that has a huge impact on the overall impression of a video.
Family Guy
Scene from the Family guy blended with kenetic typography. Not the most interesting scene, but wow, just amazing typography work, the zoom in zoom out and constant flow within the orange space are phenomenal.
The Hives
Music put to kenetic typography. Not the most amazing typography, but great video because the song is catchy and the typography work is nonetheless very good.
Dark Knight
Another scene from the Dark Knight.
Da Bomb Media
A media design studio using kenetic typography to promote its business. This is the sort of thing I'm going to create for RMCC.
Music Track
Not a fan of the actual song, but amazing typography work. Poster said it took them three months (of off and on work) to create the video.
No Zebra Showreel
A web agency promoting their company using a mix of non-typography video and typography design. This is a great example of how typography can be used to enhance a corporate-style video. Watch towards the end to see what a difference camera angle work in After Effects makes. All the movement you are seeing was not done during actual filming, it all takes place within After Effects.
How To Video
A video explaining how to create kenetic typography. The video is 15 minutes long (with elements of fast forwarding built in) all around the creation of perhaps 5 seconds of video.
Intro Video Tutorial
A tutorial on creating an intro using After Effects. This is less typography and more traditional After Effects work. Having said that though, typography is in play. Once again, a 20 minute tutorial (ie. 20 minutes of work) to create a five second video.
If you actually watch the tutorial you'll also see that if you were creating this intro for the first time it would probably take you hours (the producer obviously knows all the presets he wants, but upon first creation I'm sure it took a lot of time to determine what those settings should be).
The process is achieved through the use of Adobe Illustrator and Adobe After Effects (as you may be aware I spoke about After Effects in a previous postings). PR folks should be interested in this because this is really a messaging trend. While video usually relies on, well, video of people and things, Kenetic Typography doesn't use video footage at all.
While it uses video motion software to create videos, it's all text based manipulation, which means it's 100 per cent about the message.
Before you think it's easy to do, it's not. The amount of time, effort, creativity and skill required to create these videos is astounding - which is why most of the Kenetic Typography videos you see are from professionals or students doing video projects.
Every word that you see in the video is actually an imagine. And every image is manipulated along a timeline, camera angle, motion setting, and a wide variety of special effects that can be applied.
Below I've embedded a ton of kenetic typography videos so you can see this trend at play. I've also included a couple videos where people provide tutorials on how to create either kenetic typography or after effects intros - as you can see, a 30 second basic video can take 8 hours to create (for someone that knows what they are doing and not factoring in the creative thought process required before even starting).
Heck, some of the videos below, while only a minute in length, I suspect took days to create (and that's for people who do this for a living or who are training in the field of video). As you watch the videos try to imagine that every little movement you see requires very skilled manipulation of After Effects settings. You can also see how much the artist's creative abilities play in to how the video flows and resonates with the viewer.
I like this medium so much that I think I'm going to take a crack at creating a kenetic typography video for my business, but unfortunately probably won't have the time to do so for another month or so.
But I definitely want to learn how to do this because it is a PR person's dream. Video production is fun, but it's a tangent for a PR person to engage in that domain. Yet, text-based video messaging is the absolutely perfect outlet for a PR person's creativity in extending the reach of their messaging.
Part of me is actually thinking of investing in Adobe, because the youth of the future will be learning how to use these programs in high school I imagine. In 10 years from now I think using these programs (which will evolve and become easier to learn) will become as common place as using powerpoint is today.
Imagine for a Moment...
This is my favorite video of the bunch.
This video was created by the Ron Paul campaign I believe, so who knows how much it cost. But I'd imagine it took a while to create, especially with the audio work done. The video is in response to criticism Paul often gets that his anti-war stance and issues with US foreign policy are anti-American.
Fight Club Scene
For those of you who like the movie fight club, this video blends kenetic typography with a scene from the movie. Most likely created by a student who liked the movie. Can't say for sure, but the detail around all the character movement suggests this took a long time to do.
Dark Knight Scene
Scene from the Dark Knight blended with kenetic typography. Once again, one minute of video, but probably hours and hours of work to create.
Fight Club Scene
Another video based on the movie Fight Club.
Portal 2
For those of you who have played Portal 2 (one of the best video games ever) you'll appreciate this video which blends the end of the game (the song that plays during credits) with kenetic typography.
Network Movie
Famous rant from the movie Network. Note the music in the background was added by the video creator (they blended the actors rant with their own background music). Audio editing is an entirely different beast but one that has a huge impact on the overall impression of a video.
Family Guy
Scene from the Family guy blended with kenetic typography. Not the most interesting scene, but wow, just amazing typography work, the zoom in zoom out and constant flow within the orange space are phenomenal.
The Hives
Music put to kenetic typography. Not the most amazing typography, but great video because the song is catchy and the typography work is nonetheless very good.
Dark Knight
Another scene from the Dark Knight.
Da Bomb Media
A media design studio using kenetic typography to promote its business. This is the sort of thing I'm going to create for RMCC.
Music Track
Not a fan of the actual song, but amazing typography work. Poster said it took them three months (of off and on work) to create the video.
No Zebra Showreel
A web agency promoting their company using a mix of non-typography video and typography design. This is a great example of how typography can be used to enhance a corporate-style video. Watch towards the end to see what a difference camera angle work in After Effects makes. All the movement you are seeing was not done during actual filming, it all takes place within After Effects.
How To Video
A video explaining how to create kenetic typography. The video is 15 minutes long (with elements of fast forwarding built in) all around the creation of perhaps 5 seconds of video.
Intro Video Tutorial
A tutorial on creating an intro using After Effects. This is less typography and more traditional After Effects work. Having said that though, typography is in play. Once again, a 20 minute tutorial (ie. 20 minutes of work) to create a five second video.
If you actually watch the tutorial you'll also see that if you were creating this intro for the first time it would probably take you hours (the producer obviously knows all the presets he wants, but upon first creation I'm sure it took a lot of time to determine what those settings should be).
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